Mintel_2024_Global_Food_and_Drink_Trends

1. GLOBAL
FOOD AND
DRINK TRENDS
Understand what’s new and
next in global consumer
behaviour and the impact
on food and drink marketing
and innovation.

2. Editor’s Note
Welcome to Mintel’s 2024
Global Food and Drink Trends.
It’s been a year of change (aren’t they
all). With the lingering effects of the
COVID-19 pandemic, fluctuating economic
instability, increasing political unrest and
new artificial intelligence around every
corner, many consumers feel overwhelmed
and distracted, resulting in interesting
behaviour shifts. This year, we are
calling out three trends that we think are
particularly interesting for brands to pay
attention to—now and in the future. They
are ‘Trust The Process’, ‘Age Reframed’ and
‘Eating: Optimised’.
For those new to Mintel’s annual trend
predictions—or as a reminder to those who
may have forgotten—our living, growing
prediction model adapts to the unforeseen.
Centred around the seven Mintel Trend
Drivers—Wellbeing, Surroundings,
Technology, Rights, Identity, Value and
Experiences—the model supports the
fluid acceleration or deceleration of a
trend according to the reality of individual
markets. It allows us to be more adaptive
and reactive to change and to continue to
focus on the future.
Simply put, through our trend predictions,
we recommend how brands can grow from
shifts in consumer attitudes and behaviours.
Unlike other trends in the marketplace,
our trends are backed by robust data and
expert opinions, ensuring that what you
read here is meaningful and actionable
rather than guesswork, abstract ideas, a
viral fad or—dare we say—just ‘fluff’.
We developed the 2024 Global Food and
Drink Trends around an essential value
proposition: food and drink must taste
good, be worth the cost and have reduced
environmental and/or ethical impact,
preferably without a higher price. Through
the trends, we recommend how food and
drink brands can help consumers balance
their needs for health and pleasure,
prepare themselves for longer, healthier
lives and gain new conveniences from
technological advances.
After you’ve read and digested the trends,
you’ll probably think about what comes
next: ‘How do I bring this to life for my
brand?’ or ‘How can I effectively prioritise
which trends offer the greatest opportunity
for growth?’ And so on. That’s the perfect
time to get in touch. Our team is well-
versed in building brand-specific trend
frameworks that answer these questions
and more.
If you’re a Mintel client, contact your
Account Manager for more information.
If you’re not a Mintel client, visit
mintel.com to get in touch. Either way,
we look forward to hearing from you.
Jenny Zegler
Director, Mintel Food & Drink
2

3. Contents
Clear communication will
become necessary to help
consumers make informed
decisions about how processed
and ultra-processed food and
drink fit into their diets.
01
Healthy ageing will be redefined
by debunking ‘old’ stigmas and
prioritising extending consumers’
healthy years.
02
A new era of convenience will
emerge as technology streamlines
meal planning, shopping
and cooking.
03
3
Trust the Process Age Reframed
Eating, Optimised

4. Clear communication will become necessary
to help consumers make informed decisions
about how processed and ultra-processed
food and drink fit into their diets.
Trust the Process
01
“Many types of processed
foods and processing
techniques are valued
by consumers on positive
grounds linked to attributes
like tradition, health and
naturalness. Examples
include stone-ground flour,
cold-pressed oil and
fermented dairy products.”
- Megan Stanton, Associate Director, Mintel Food & Drink
4

5. Scrutiny of processing use in the food and
drink industry is intensifying. Fuelled by
discussions about highly, overly or ultra-
processed food (UPF), feelings about
processing will inspire consumers to look
more closely at ingredients, nutrition and
production methods. In light of this, ‘ultra-
processing’ is the latest evolution of terms
such as ‘junk food’ or ‘clean label’.
Starting in 2024, more consumers will
become aware of different levels of
processing from media reports, regulations
and voluntary on-pack labels with ratings
from sources such as NOVA or Siga. This will
encourage them to consider processing
levels when choosing food and drink and
to reconsider how frequently and on which
occasions they consume processed food
and beverages.
While ‘all things in moderation’ is a saying
associated with highly processed products,
there’s growth potential for minimally
processed food and drink that focus on
the positive aspects of food-processing
techniques, such as those that enhance
nutrition, inhibit contaminant formation
Consumers in India, Chile and Spain say they
would eat more plant-based meat or dairy
alternatives if they were less processed
Consumers are growing more aware of the
impact of processed food and drink
79%
of Chinese adults aged 50-65 say eating less
processed foods is a very/somewhat effective way
to improve health.
Base: 1,500 Chinese internet users aged 50-65; 2,000 US internet users aged 18+
Source: Mintel Reports China, Seniors’ Wellbeing, 2023; Mintel Reports US,
Food and Drink Nutrition Claims, 2022
Base: 1,000 Indian internet users aged 18+; 1,000 Chilean internet users aged 18+;
1,000 Spanish internet users aged 16+
Source: Mintel Global Consumer, Food & Drink, March 2022
34%
of US adults say highly processed is a top concern—aside
from price and taste—when purchasing food or drink.
47%
34%
28%
or improve sustainability. This is especially
true when brands share the benefits of
processing with language consumers can
understand. Brands offering minimally
processed products—such as frozen
produce, fresh bakery items and natural
canned soup—should share how processing
improves their products in ways such as
enhancing nutrition, increasing shelf life or
reducing environmental impact.
At the same time, brands that produce
highly, overly or ultra-processed food
and drink products will need to remind
consumers of the joy and comfort they get
from these products. As has been shown in
markets that have front-of-pack labelling
indicating high fat, sugar and salt (HFSS)
content, giving consumers more information
doesn’t necessarily result in them
abandoning specific categories of food
and drink, especially favourite treats such
as salty snacks, biscuits and confectionery.
What’s happening now
India
Chile
Spain
5

6. How brands are innovating
Australian brand Pureharvest’s Unsweetened
Organic Almond Drink offers ‘more nourishment
from less processing, more flavour from fewer
additives and more nature from less waste’.
L’Atelier V Yellow Lentil Mince with Coconut, Curry,
Coriander and Turmeric is made with organic
legumes rich in protein, fibre and minerals. The
pack for the vegan mince from France includes a
processing rating on the Siga scale of 4 out of 7,
which signifies gourmet-level processing below the
definition of ultra-processing.
Thai fruit juice brand Doi Kham’s new
line of Ice Pops is designed to save
energy during transport because they
are sold at room temperature and
frozen at home by the consumer.
Canada’s Wisely Foods rescues and upcycles the leftover
pulp from making tofu, a byproduct known as okara.
Its plant-based, chilled Smooth & Fluffy Original Tofu
Scramble meal highlights okara as an ingredient.
Matriark pasta sauces are made with upcycled,
nutritious US-grown tomatoes and packaged in
shelf-stable cartons. The company claims that
buying one carton diverts 0.4 pounds of vegetables
from landfills, saves 50 gallons of water and reduces
one pound of greenhouse gasses.
Source: Mintel GNPD
Source: Mintel GNPD
Source: Mintel GNPD
Source: Mintel GNPD
Source: Mintel GNPD
6

7. Enhanced transparency around processing
over the next two to five years will create
better-informed food and drink shoppers.
While there will be opportunities for some
ultra-processed food and drink brands to
develop less processed, ‘better-for-you’
versions of their products, most consumers
will continue to use moderation or make
occasional exceptions in their diets for
their favourite ultra-processed food
and drink.
At the same time, minimally processed
products that boast higher nutritional
value and are easy to use will win over
more consumers. Ongoing concerns about
energy costs will lead consumers and
retailers to increase their support for long-
life, shelf-stable products made using
processing methods that reduce the need
for refrigeration or freezing.
The demand for natural nutrition from
familiar, less processed sources will
also increase consumer acceptance of
products that reuse nutritious ingredients
and that might previously have been
thrown away, such as misshapen
vegetables. In the coming years, interest
will grow in less processed food and drink
made with upcycled ingredients rich in
vitamins, minerals, fibre, protein and
other nutrients.
Future forecast Consumers are open to minimally
processed food and drink that helps them
increase their fruit and vegetable intake
Base: 1,000 Thai internet users aged 18+; 1,000 Canadian internet users aged 18+; 1,000 Irish internet
users aged 16+; 1,965 US internet users aged 18+ who purchase fruit or vegetables
Source: Mintel Global Consumer, Food and Drink, March 2023; Mintel Reports US, Produce, 2023
of Thai, 32% of Canadian
and 33% of Irish
consumers say that food
that contributes to their
fruit and vegetable
intake is an important
consideration when
grocery shopping.
of US fruit or vegetable buyers
agree that processed produce,
such as fruit cups and canned
tomatoes, is a good substitute
for fresh produce.
47%
47%
7

8. Interest in natural ingredients expanded as
people aimed to consume more plants in their
diets, which was a growing opportunity observed
by our 2017 Global Food and Drink Trend ‘Power
to the Plants’. More recently, concerns about
ultra-processing in plant-based food and drink
have caused consumers to reconsider their
consumption of meat substitutes.
Power to the Plants
Evolution of the trend
Mintel’s 2017 Global Food and Drink Trend ‘Waste
Not’ saw an opportunity for companies to use
ingredients that might otherwise be thrown
away, like bruised fruit or stale bread. Consumer
acceptance of products made with upcycled
ingredients continued to grow due to increased
awareness of the personal cost of food waste
from spending more time at home during the
COVID-19 pandemic and the need to save money
during cost-of-living crises.
Waste Not
20
17
An increase in consumer desire for less processed and
more natural food and drink provided the foundation for
Mintel’s 2016 Global Food and Drink Trend ‘Artificial: Public
Enemy No. 1’. Today’s concerns about ultra-processed food
and drink build on the aversion to artificial ingredients.
Artificial: Public Enemy No. 1
20
16
The 2023 Global Food and Drink Trend
‘Savvy Sustenance’ recommended that
companies highlight the powerful value of
nutritious food and drink. In line with this
trend, moving forward, processed brands
can stand out by explaining how their
production methods retain the natural
ingredient’s inherent nutrition.
Savvy Sustenance
20
23
20
18
Consumer interest in knowing more about
their food and drink origins inspired our
2018 Global Food and Drink Trend ‘Full
Disclosure’. Moving beyond the sentimental
stories of craft and artisan techniques,
consumers in 2024 and beyond will want to
know how processing improves products.
Full Disclosure
8

9. Healthy ageing will be redefined by
debunking ‘old’ stigmas and prioritising
extending consumers’ healthy years.
Age Reframed
02
“Proper nutrition plays a
pivotal role in maintaining
overall health as we age, and
it can significantly impact the
development and progression
of age-related conditions such
as diabetes, bone and joint
issues, and heart disease.”
- Michelle Teodoro, Associate Director, Food Science, Asia Pacific
9

10. Members of Generation X (Gen X), who
are currently in their mid-40s-to-late-
50s (born between around 1965 and
1979), are pioneering a new approach
to healthy ageing that includes products
that will help them thrive in their diverse
lifestyles now and for decades to come.
The new focus for ageing societies will be
an extended healthspan—the period of
life spent in good health—which requires
a proactive long-term strategy. Moreover,
Gen X is openly discussing and leading
conversations around ageing concerns that
were once considered taboo.
Gen X is called the ‘Forgotten Generation’
because it’s often overshadowed by older
Baby Boomers (born between around 1946
and 1964) and younger Millennials (born
between around 1980 and 1994). In the
future, while brands need to understand
and focus on the needs of Millennials and
the increasingly powerful Generation Z
(born between around 1995 and 2012), it’s
also crucial that they focus on the evolving
needs of consumers aged 40 and over,
who account for the most significant share
of food and drink spend in many markets
around the world.
In the next 12 months, brands will play
an essential role in helping guide Gen X
through transitional periods of middle and
older adulthood by educating them about
healthy ways to progress through different
life stages. Learning from the ‘menopausal
revolution’, brands should consider these
consumers’ various nutritional, physical,
mental and emotional health needs and
innovate products and formulations for
issues such as cardiovascular health, brain
health and stress.
Food and drink brands can help promote
healthy ageing by ensuring nutrient-rich
food and drink are affordable, accessible
and convenient for all ‘active agers’.
Brands can support the diverse lifestyles of
consumers aged 40 and over by offering
appropriate, balanced nutrition that caters
to individual needs.
What’s happening now
Gen X consumers are concerned about
their health as they age
76%
63%
60%
of Canadian Gen Xers (born 1966-1971) worry about
ageing-related illnesses.
of German Gen Xers (born 1965-1980) agree that
eating a healthy diet is the most important factor for
staying healthy and feeling well.
of Chinese consumers aged 40-59 (born 1963-1982)
don’t have cardiovascular diseases but are worried
they’ll have them in the future.
Base: 229 Canadian internet users aged 52-58; 503 German internet users aged 43-58; 1,200 Chinese internet
users aged 40-59
Source: Mintel Reports Canada, Healthy Lifestyles, 2023; Mintel Reports Germany, Healthy Lifestyles, 2023;
Mintel Reports China, Trends in Health and Wellness, 2022
10

11. How brands are innovating
UK retailer Holland & Barrett
offers free personalised advice
from a trained menopause
advisor on perimenopause
and menopause symptoms. In
addition, the store also provides
a guide on lifestyle changes to
help manage the symptoms.
Source: Holland & Barrett
In Germany, Plant Magic Co’s. Golden Oat
Turmeric-Ginger Oat Mix Drink is an oat-
based organic drink which offer immunity
benefits, natural antioxidants and provide
balanced nutrition, which offer immunity
benefits and natural antioxidants and
provide balanced nutrition. The ingredients
‘offer a range of health benefits from high
fibre, anti-inflammatory and steady blood
sugar levels to support healthy ageing’.
Source: Mintel GNPD
Nestlé China’s Yi Yang Milk Powder for
Middle-Aged and Senior Groups with
Beneficial & Protective Factor provides at
least 67.5% of the required daily calcium
intake for adults aged 45+ for every two
cups drunk daily.
Source: Mintel GNPD
US-based Krill Arctic Foods’ Antarctic Krill
Meat in Water is rich in antioxidants, omega
3, 6 and 9 fatty acids, and is a good source
of digestible protein. Krill is said to have
many health benefits, including improving
heart health and lowering cholesterol.
Source: Mintel GNPD
US beverage brand Elements of Balance’s
Plant-based Sleep Drink is formulated
with clinically effective levels of
adaptogens—including passionflower—
for a relaxing sleep. Passionflower is said
to help reduce sleep latency and increase
sleep duration.
Source: elementsofbalance.io
11

12. Brands can help shape the self-care movement
among consumers aged 40 and over
Brands will play a significant role in
shaping the self-care movement among
consumers aged 40 and over. Food and
drink brands can help meet the health
needs of this demographic by providing
products that, for example, proactively
address joint health, fuel fitness routines
and maintain healthy sleep patterns. A
good night’s sleep is essential for improving
overall physical and emotional health,
and functional formulations—for example,
innovating products that contain nutrients
such as fibre and botanicals (including
chamomile)—can reinforce healthy
sleep patterns.
Many middle-aged consumers often
care for multiple generations of family
members. Brands can help ease the
stress they may experience by offering
convenient products and helpful tools for
caregivers and those they care for. Brands
must adjust their marketing strategy for
products aimed at older consumers when
adult children are the decision-makers for
their ageing parents. In addition, brands
can help combat feelings of loneliness
by establishing in-person and virtual
communities that connect people—both
middle-aged caregivers and those they
care for—with similar interests.
Future forecast
of US Gen Xers (born 1965-1979)
say they struggle with sleep.
78%
Base: 479 US internet users aged 44-58; 317 Brazilian internet users aged 45-64; 400 Thai adults aged 55+
Source: Mintel Reports US, Sleep Health, 2023; Mintel Global Consumer, The Holistic Consumer, March 2023;
Mintel Reports Thailand, Senior Food and Drink Solutions, 2023
of Brazilian consumers aged 45-64 consider
spending time in person with friends and
family as a medium-to-high priority.
of Thai consumers aged 71 and older rely on their children
to make most of their food/drink purchasing decisions.
74%
61%
12

13. Evolution of the trend
In recent years, uncertainty has escalated, driving
consumers to want to feel ‘In Control’, as Mintel’s 2022
Global Consumer Trend explored. The increased
availability of information about specific ingredients
and their benefits has empowered consumers to build
their personalised wellness routines.
20
22
20
21
The pandemic reinforced the importance
of forming connections with other people.
In 2024 and beyond, companies can foster
relationships and partnerships among
family members and individuals with similar
passions to help people reconnect and
resolve health-related issues, an evolution
of Mintel’s 2021 Global Food and Drink
Trend ‘United by Food’.
United by Food
Ageism was becoming a topic of much attention
and interest, and the world needed to change
how it was discussed. In 2019, our Global Food
and Drink Trend ‘Through the Ages’ highlighted
that a longer lifespan requires understanding
ageing, particularly from a functional health
perspective, such as bone, joint and brain health.
Through the Ages
Middle-aged consumers who faced dual
caregiving responsibilities have been dubbed the
‘Sandwich Generation’. The constant stress and
lack of societal support may leave this cohort
feeling isolated, a phenomenon noted by the
Mintel Trend ‘Social Isolation’. Brands can provide
avenues for connection between caregivers
and their senior parents, which will be crucial to
improve mental and emotional wellbeing.
Social Isolation
20
19
20
13
In 2013, Mintel Trends’ Futures prediction
‘Old Gold’ observed the commercial
opportunity within people’s extended
lifespans. Longer working lives present
companies with a new gold rush of
purchasing power and product needs.
Old Gold In Control
13

14. A new era of convenience will emerge
as technology streamlines meal
planning, shopping and cooking.
Eating, Optimised
03
“In the next few years, as
AR hardware becomes
more sophisticated and
less expensive, a key
function of food and drink
brands will be to guide
users through day-to-day
activities such as cooking,
providing instructions in
front of their eyes during
tasks and alerting them to
any missteps or imminent
complications.”
- Ayisha Koyenikan, Associate Director, Mintel Food & Drink
14

15. Convenience has always been an evolving
concept, but the COVID-19 pandemic
accelerated consumers’ desires to
find shortcuts to quality food and drink
experiences in their day-to-day lives.
As more consumers become used to
technology’s helpful role, they will be more
interested in and trusting of emerging
technologies to help them optimise their
meals, snacks and drinks.
Brands have adapted their products to
help consumers optimise their time in the
kitchen, as shown by cooking instructions
for multiple appliances and product
lines designed to cook at the same
time and temperature. Looking ahead,
consumers’ experiences with these efficient
products and tools will make them more
open to new routes to time savings via
technology. This will propel conveniences
like automated shopping lists and meal-
planning apps from ‘nice to have’ to
integral daily tools.
Technology like AI and AR as it relates to
food preparation and consumption will
exist on a spectrum, offering consumers the
right solution for where they are. It will help
them find their ideal balance between the
occasions when they desire to create truly
innovative and engaging dishes, drinks and
snacks and when meal planning, shopping,
cooking, or even eating can be put on
autopilot.
What’s happening now
Time-saving is critical to convenience
in the kitchen
51%
48%
38%
of Canadian cooks say the time it takes to cook
is important when planning or preparing home-
cooked meals.
of US consumers say they choose easy (ie quick to prepare)
food all or most of the time.
of UK home cooks are interested in recipes for the
products they regularly buy.
Base: 1,949 Canadian internet users aged 18+ who have any meal cooking/preparing or meal planning
responsibility; 1,000 US internet users aged 18+; 1,733 UK internet users aged 16+ who do most of/share the
cooking/preparing of meals in their household
Source: Mintel Reports Canada, Meal Planning and Preparation, 2023; Mintel Global Consumer, Food and
Drink, 2022; Mintel Reports UK, Attitudes towards Cooking in the Home, 2023
15

16. How brands are innovating
US media company Buzzfeed’s Botatouille
builds on the brand’s Tasty recipe collection,
allowing users to ask the AI-driven bot for recipe
suggestions based on what’s in their fridge and
guidance for learning how to cook.
Source: BuzzFeed Tasty
Nestlé’s DiGiorno is
testing a vending machine
to make its frozen pizzas
hot and ready to serve in
three minutes.
Source: Nestlé
US brand Home Bake 425°/:30 allows
consumers to prepare mains, sides and
starches at the same oven temperature for
the same amount of time, so home cooks
don’t need to plan their meals’ timing.
Source: homebake42530.com
Hellmann’s Fridge Night
app, available across
several global markets,
challenges consumers to
clean out their fridges once
a week using loose recipes
and Hellmann’s products to
create meals.
Source: Hellmann’s
The Netherlands-based Pickup Limes app allows
users to customise plant-based recipes to meet
their nutritional needs.
Source: pickuplimes.com
16

17. Future forecast
In the next two to five years, consumers’
daily experiences with technology will
make AI, AR and other technology tools
nonnegotiable time savers in the kitchen.
This will pressure brands and retailers
to ensure they make consumers’
experiences seamless.
For retailers, this will come in the form of
real-time shopping assistance, such as push
notifications, personalised alerts and
AI that could help consumers find
ingredients or products while in stores,
in transit or shopping online. Localised
data could unveil new opportunities for
customised vending selections that
respond to the needs within a community,
such as the desire for quick, hot meals on
university campuses.
Brands, meanwhile, will work with
technology providers to optimise the
relevance of their products in this
advanced digital landscape. Marketing
will shift from targeted ads to an evolved
form of product placement, ensuring
that AI, AR and other recipe generators
suggest specific brands within consumers’
personalised meal planning.
From there, brands will tap into the data
these interactions create to develop
products inspired by consumer feedback
or engagement. The spectrum of consumer
usage will continue as some consumers
gravitate toward AI-created products that
enhance time savings and convenience. In
contrast, others will look to AI as a source
of joy and discovery that reinvigorates their
desire to stay creative in the kitchen.
Consumers are open to the benefits
technology provides
of US consumers are interested in
shopping in virtual reality storefronts.
of Italian consumers say they would find using
augmented reality to enhance the experience
of consuming food/drink appealing.
43%
38%
Base: 2,000 US internet users aged 18+; 1,000 Italian internet users aged 16+
Source: Mintel Reports US, Tech Trends, 2023; Mintel Attitudes to food and drink experiences in
the metaverse, Europe, 2022
17

18. Evolution of the trend
The 2017 Global Food and Drink Trend ‘Time is of the
Essence’ observed how the hectic pace of modern
life fueled the rise of snacks and other on-the-go
products, emphasising ways consumers could save
time in the kitchen. Consumers are still looking to save
time, but ‘on the go’ has evolved to ‘where I am’.
Time is of the Essence
20
17
The 2023 Global Food and Drink Trend
‘Adaptable Cooking’ saw consumers reacting
to disruptions in food and drink, such as supply
chain shortages, by becoming more agile in their
cooking. This same spirit of ingenuity lives on as
today’s home cooks are adding more technology
to their kitchen repertoires to maximise
convenience without sacrificing flavour.
Adaptable Cooking
Whether convenient or not, food must taste good.
The 2023 Global Food and Drink Trend ‘Unguilty
Pleasures’ emphasises that consumers are
unwilling to sacrifice flavour and experience in
their eating occasions. As they incorporate more
technology to make their meal preparation more
efficient, the joy of cooking (or the joy of eating)
cannot be sacrificed.
Unguilty Pleasures
20
23
20
16
The rise of grocery eCommerce, apps and meal delivery
services introduced new ways of shopping, as explored in the
2016 Global Food and Drink Trend ‘e-Revolution: From Carts
to Clicks’. Today’s consumers are even more exposed to tech
throughout their food and drink experiences.
e-Revolution: From Carts to Clicks
20
18
Convenience foods continued to become more premium,
healthy and quick to meet consumers’ needs for speedy
yet high-quality meal solutions, as highlighted in the 2018
Global Food and Drink Trend ‘Elevated Convenience’.
Today’s consumers are still searching for products to help
them live their ideal lives.
Elevated Convenience
18

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